CC356-+Assignment+2+Annotated+Bibliography

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 * Abstract: ** Using online videos for advertisements have revolutionized video ads with the use of online websites such as YouTube in combination with social media websites such as FaceBook, and Twitter. As of recently, YouTube has started to display video ads at the beginning of videos. In this article, the authors discuss the overwhelming importance of ad delivery through an online video service called ‘VideoSense’. This website has the ability to associate relevant video ads with online videos and inserts them where it finds it appropriate to do so. “Given an online video, Video Sense is able to detect a set of candidate ad insertion points based on content discontinuity and attractiveness, select a list of relevant candidate ads ranked according to global textual relevance, and compute local visual-aural relevance between each pair of insertion points and ads.” The major difference between VideoSense and YouTube is that websites such as YouTube match ads based on textual information and at the beginning or end of a video. VideoSense on the other hand inserts ads with in video streams and ensure that they are contextually relevant visually and aurally. While this improves the relevancy of ads it is still a highly intrusive form of advertising. These ads are displayed using thumbnails, the highlighted thumbnails have a yellow trim around then and they are displayed in the right panel of the site in a filmstrip menu. VideoSense is supposed to be the most effective form of video advertising. Similarly to how Google targets certain ads towards certain users, VideoSense uses user-targeting technology for the diffusion of video ads. Their future plans include embedding a variety of ads into online videos, including textual, audio and image ads. ======

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**Article Source**: In // Proceedings of the 8th international conference on Electronic commerce: The new e-commerce: innovations for conquering current barriers, obstacles and limitations to conducting successful business on the internet // (ICEC '06). ======

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**Reviewed by**: Werdah Syed Abstract: Online advertising can help a business accomplish several goals. Most importantly, it helps businesses gain revenue, and spread brand awareness. In this article, the authors contribute the success of online advertisements to search engine optimization which helps businesses make profits. The two types of search engine advertising are credited to: 1) paid placement and 2) search engine optimization (SEO). Paid placement displays ads that are sponsored or paid results. Charges apply for the usage of certain keywords or for a certain location of an ad. SEO on the other hand is “the practice of optimizing web pages in a way that improves their ranking in the web search results, which are also known as natural or organic results because they are supposed to reflect relevancy in searchers’ standard.” The article explains that SEO is gaining popularity because of the increase in CPC and because of the appeal of organic results. Factors that affect SEO are page rank which is Google’s algorithm for measuring SEO effectiveness. Another key point that the article mentions is ‘algorithm robustness’ which “impacts a search engine’s advertising revenue in a competitive market.” The article also discusses how Yahoo was merely an effective form of online advertising. It wasn’t until 1998 when Google was launched that search engines became an increasingly form of online advertising. The willingness to pay for online advertisements plays a huge part in SEO. ======